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Titre :
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Brand management : a theoretical and practical approach /
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Auteurs :
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H. J. Riezebos ;
Bas Kist ;
Gert Kootstra
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Type de document :
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texte imprimé
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Editeur :
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Harlow : Financial Times Prentice Hall, 2003
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ISBN/ISSN/EAN :
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978-0-273-65505-3
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Format :
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1 vol. (XVI-331 p.) / ill., couv. ill. en coul. / 25 cm
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Note générale :
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Bibliogr. p. 297. Index p. 313-331
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Langues:
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Anglais
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Index. décimale :
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658.827 (Utilisation des marques dans la promotion des ventes (marques de commerce, de distributeurs, de fabrique, de producteurs, publicitaires ; noms commerciaux))
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Mots-clés:
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management
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strategy
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brand
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Internet
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communication
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information
;
development
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Résumé :
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The text focuses on a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.
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Note de contenu :
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1. The history of the brand (1). 2. The choice for a brand strategy (17). 3. Analysis of the branded article (31). 4. Giving meaning to the brand (52). 5. Two routes of brand development (80). 6. The brand name as central pivot (104). 7. The role of design in brand development (126). 8. The role of advertising and the Internet (148). 9. Legal protection of brands (167). 10. From branded article to brand portfolio (184). 11. Capitalisation on a successful brand (212). 12. Critical success factors in brand damage (239). 13. The value of a brand for the organisation (265).
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